China brand concepts and management errors.docVIP

 PAGE \* MERGEFORMAT 5 China brand concepts and management errors   Abstract: This article from the brand equity of the amount of benefits and too few well-known brand both pointed out that China established the importance of internationally renowned brands, and through advertising in recent years, the domestic market phenomena such as wars and price wars, the Chinese brand vision and brand management that exist; and to increase brand awareness, consumer brand loyalty, the creation of internationally known brands as the goal, from the brand image, brand marketing, brand marketing environment, brand positioning and brand objectives of globalization put forward five a solution and decision-making recommendations.   Keywords: brand; brand marketing; brand idea; Brand Management  1, creating the need for China’s domestic brands   (1) brand is the business assets   brand is a name, term, sign, symbol, or graphic design, or their different combinations to identify one or a group of sellers of products or services with those of competitors, differentiated product or service. This is the American Marketing Association, the definition given. From this definition, we can see: the brand is a set of tangible assets or intangible assets reflects and represents the thrust and content. When people see a successful brand, it is usually think of a product or a service, and consciously at higher prices to purchase the products or services. For example, the same raw materials, manufactured products and processes, one of which preceded a well-known brands, while the other is not the brand, this time customers are more willing to buy brand name products, and to pay a lot higher than the non-branded products price. This is purely because of brand name Ershi business gains is called brand equity. From the consumer’s point of view, it can be expressed as pairs of brand preference and loyalty; from a financial point of view, it can be directly expressed as mone